JLS’s Aston Merrygold makes a ‘mint’ campaign ambassador for Aquafresh

We teamed Aston Merrygold, one part of the boyband JLS and father of two, with Aquafresh for their family-focussed campaign.

New research by the oral care brand revealed that over 1 million parents admit to never taking their children to the dentist, and that on average children will miss nearly three days of school a year due to their oral health/tooth issues.

The Shine Bright campaign is about ensuring all children and families have access to oral health education. It features several branches of activity, including a schools’ programme, a nationwide competition and mobile dental units.

Available to all schools in the UK, The Aquafresh Shine Bright Academy schools programme helps teach children about the importance of brushing their teeth and how to do it with the help of fun and engaging activities.

The complementing competition is open to primary school aged children across the country. It encourages them to use their imagination to design a ‘tooth guardian’ and describe how their guardian will help improve young people’s oral health. The eventual winner receives will see their guardian come to life through a professional illustration, a custom soft toy, a life-size cut out and 100 illustrated stickers.

Finally, the mobile dental units have been set-up in partnership between Aquafresh and The Dental Wellness Trust to bring free dental units to families that need it most.

With multiple arms to the campaign and so many important messages to get across to the public, Aquafresh required a celebrity ambassador to tie everything together during a broadcast day and complementing social media support.

With a genuine passion for the campaign and a recognisable voice that could resonate with many people in the country, Aston proved a fantastic ambassador for Aquafresh.


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